There are two Nissan Titan models for 2017. The XD version continues, supplying greater towing and payload capacity. This new light-duty version is new, equipped with a shorter nose and unavailable with diesel power.

Almost 15 years after the original Nissan Titan was launched, any discussion of the light-duty, full-size pickup truck segment still focuses on the three best-selling models: Ford F-150, Chevrolet Silverado 1500,and Ram 1500, and in that order. Nissan never came close to winning a significant share of truck buyers, and neither did Toyota with the T100 or Tundra.

In a good sales year—say, 2004, the year the Titan debuted—Nissan moved close to 84,000 examples of its new full-size pickup, demonstrating the people were willing to try something new and different. Still, Ford sold 10 times that many F-150s. Save for some initial quality issues, there wasn’t anything particularly unsavory about the original Titan, but aside from being a new full-size truck from Nissan it failed to stand out in a significant way, making it that much harder to break existing brand loyalties.

Loyalty matters in this segment, and Nissan is hoping that its small but existing base of truck owners will give the re-born Titan lineup a second chance. Not only that, the company thinks its fleshed out 2017 Titan roster will give owners of competing models something new to consider. In addition to the Titan XD, a unique variant offering a diesel engine and greater towing capability than a typical half-ton truck, the range adds true half-ton versions for 2017.

Could this new 2017 Nissan Titan finally prove to be the big, Japanese pickup truck with the fortitude to take down the established players? I spent half a day putting the Titan through its paces on the roads of California’s central coast, as well as at a dedicated off-road track, in order to find out.

Style and substance, both

Debuting in crew cab, short bed format and powered by a standard V8 engine, the new 2017 Titan light-duty truck will eventually be offered as a single cab, with a long bed, and with a V6 engine.

(Jeff Jablansky)

It’s difficult to separate the new Titan half-ton from its larger and more powerful Titan XD sibling, but the lighter duty version proves itself to be a truck all its own. It doesn’t even look like a scaled-down Titan XD. Apart from different front styling (the XD has a more robust frame necessitating a greater amount of front sheetmetal), the two Nissan trucks look almost identical to one another—which is to say, vaguely derivative of an older Ford F-150.

Like the Titan XD, the Titan will be offered in trim levels that range from “work truck” to “valet-line truck.” Each is equipped with a features list to match its intent, as well as a choice of cab styles coupled with two- or four-wheel drive. First to launch is the Titan crew cab with a 5.6-foot short bed length, but Nissan promises three cab styles, three bed lengths, and three engines once all of the Titans are finally in showrooms.

Unlike the competition from Ford, Chevy, and Ram, which designate their trucks’ might with “150” or “1500,” all Titan light-duty trucks will simply be called “Titan,” though Nissan irritatingly insists on using all capital letters.Frankly, it might be more descriptive to call it the Titan that hustles.

Under the still-massive hood is the same engine found in the full-size Nissan Armada SUV: a 390-horsepower, 5.6-liter V8. For now, Nissan is keeping it simple by making the V8 the standard and only engine for the new 2017 Titan. A V6 engine of unknown displacement is on the schedule, but won’t arrive for some time.

In case you’re wondering, the Cummins diesel engine remains a Titan XD exclusive because it is too large to nestle within the half-ton Titan’s forward architecture. Despite the fact that the Titan and Titan XD share styling cues, the XD’s chassis is built to handle more arduous towing and hauling tasks.

The real magic is inside

If the Titan’s exterior styling seems derivative, the interior is modeled on original themes launched with the XD. At any price point, the 2017 Titan’s interior feels substantial, blending attractive design with workmanlike durability and Nissan’s exceptionally comfortable Zero Gravity seat designs. Standard equipment levels are generous no matter the trim, perhaps reflected in the truck’s base price of nearly $36,000.

Pickup aficionados who appreciate a well-appointed interior as much as they do a capacious cargo bed will absolutely fall in love with the Titan Platinum Reserve model’s nobly furnished cabin, which employs the same innovative nouveau-riche themes that debuted in the Titan XD. Do you need square-quilted leather on full-size truck? Probably not, but the execution is lovely.

There’s plenty of passenger space in both rows of the crew cab, making the Titan as much a family hauler as it is a hauler of who-knows-what in the bed. Cleverly integrated child seat latches? Check. Relatively low step-in height? Check. The only downside is that for now the short cargo bed trades space for a larger passenger compartment.

Driving the 2017 Titan

I didn’t haul anything. I didn’t tow anything. But if I had, the Titan’s Trailer Light Check system and Titan Box storage solutions likely would have come in handy.

(Jeff Jablansky)

For some perspective, I drove to the media introduction event in a Titan XD fitted with the optional diesel engine. What I discovered is that no matter how similar the half-ton Titan and Titan XD look, the fraternal twins are distinctly different to drive. You notice it right away, from the half-ton Titan’s delightful steering feel as a result of carrying less weight over the front tires to the gasoline V8 engine’s smoothness at idle and when revving. The 5.6-liter V8 never lacks for power, and delivers a savory aural aftertaste in the way it sounds when revving to redline.

What remains the same between the two trucks is how quiet the Titan is inside, no matter the speed. Go ahead and whisper at 75 mph.

As this review is published, fuel economy ratings remain a mystery. In the Titan XD, for which Nissan is not required to publish fuel economy estimates, I averaged 18 mpg over more than 350 miles that were mostly covered on the highway while cruising at close to the posted speed limit. That figure matches the maximum highway rating for the old Titan half-ton with 2WD. Though the new 5.6-liter V8 is more powerful than the old engine, it is also expected to post better efficiency numbers than did the old truck, so stay tuned.

Nissan provided me with plenty of opportunities to drive its new Titan on country roads and freeways, but none to examine the reasons most people buy a full-size pickup, which is to tow and haul. That’s too bad, as I really wanted to test out the truck’s Trailer Light Check system and use its cool Titan Box removable bed storage system.

With that said, by the numbers the new Titan’s maximum payload rating of 1,930 lbs. and maximum tow rating of 9,730 lbs. (both for Titan single cab) come in slightly lower than an equivalent Chevrolet Silverado and significantly lower than a Ford F-150, each equipped with a V8 engine. The Ram 1500 regular cab long bed beats the Nissan for towing but doesn’t quite match it for payload capacity.

Finally, note that if you go off-roading with any frequency, consider the Titan Pro-4X model, which comes with knobbier all-terrain tires, skid plates, off-road shocks, an electronic locking rear differential, and a hill descent control system. The stance is also slightly wider and taller, and this version of the Titan features steeper approach and departure angles. Briefly, I tested this truck’s capabilities in the dirt and came away impressed.

But is it as good as the established players?

The short answer to this question is yes…and no. In some respects, yes, the new Titan half-ton is competitive with established players. In other respects, no, it is not.

Launching the new lineup with the XD model gave Nissan something different and unique to talk about, and as it turns out, the XD was just about all the automaker had to differentiate itself from the pack. With styling that can too easily be mistaken for an old F-150, with payload and tow ratings that can’t match the established players in the segment, and without a clear value equation in terms of price, value, or the ownership experience, it is hard to explain why a full-size truck buyers might choose the Titan over the competition*.

Don’t get me wrong: this is a nice truck. But it needs to be more than nice. It needs to stand out in a significant way if it ever hopes to woo Chevy, Ford, and Ram loyalists. And let’s face it. There are only so many existing Titan owners to entice into showrooms, making conquest sales critically important.

Based on brief exposure to Nissan’s new truck, and without having used it in the way it is intended, I remain unsure the new Titan has what it takes for success just yet.

*Editor's Note: As this review was published, Nissan announced an excellent reason to choose the Titan over its main competitors. The truck will be covered by a 5-year/100,000-mile bumper-to-bumper warranty, including powertrains. This new warranty is valid for the Titan and the Titan XD.